Overview / Main Features
The unit appears to be an 'in-dash' entertainment system for VW vehicles and supports GPS functionality. The Blaupunkt model number is 7 612 032 081, but VW P/N is 3 C0 035 270 A. No specific information was found relating to this exact part number so it is assumed that this is a relatively new model.
Automotive OEMs - VW specifically.
Pricing and Availability
Unknown - OEM to OEM sales only.
For the purposes of this teardown analysis, we have assumed a lifetime production volume of 1.5 million units.
As a reminder, teardown volume production assumptions are primarily used for our cost analysis in terms of amortized NRE and tooling costs, especially for custom components specific to the model being analyzed (mechanical components especially). Unless assumed volumes are different by an order of magnitude, minor changes in volume (say 1 million vs. 2 million) rarely have a large net effect on our final analysis because of this.
In this analysis, though we originally ran the numbers based on a volume of 2.5 million units (over the production lifetime), we have modified this to a more accurate estimate of 1.5 million units - it is worth noting that the net effect on manufacturing costs was a change of only $0.05. As a more extreme point of reference, if the volumes were modified to 100K - the manufacturing cost would go up by around $2.
Market / Sector Performance
The overall OEM headunit market was worth $10 Billion in 2007. The average selling price per unit rose by just over 4% year-on-year since 2004 to $127 in 2007, as more features are integrated in typical headunits in silicon (eg Bluetooth, DAB radio etc)
Blaupunkt had 5% worldwide market share for headunits in 2007 (~$500 Million) Blaupunkt has 12% market share in EMEA based on revenues.
For the purposes of this analysis we have assumed in most, if not all cases, that component pricing is all at a relative premium (i.e. is higher) than for consumer products to reflect the 'automotive premium' that is often sought by vendors to compensate for the cost burden of extra certification and paperwork requirements that are a given in automotive OEM electronics.
Main Cost Drivers Representing ~%70 of total direct materials costs
Epson - L5F30705T03 - Display Module Value Line Item - 5.0' Diagonal, 400 x 240 Pixels
Tan Shin - CD Rom Drive - Slot Load, Single CD
Texas Instruments - OMAP5948 - Application Processor
Altera - EP2C20F256I8N - FBGA - Cyclone II, 18,752 Logic Elements,239,616 RAM Bits, 4PLLs, 152 I/O's, 26 Multipliers
Touchscreen Overlay - 4-Wire Resistive, w/ Integral Flex PCB, & PSA on Edges
Bosch / LSI Logic - DAB/VHF Digital Receiver - DFIRE2
Spansion - S29GL512N10FFA02 - Flash - NOR\, 512Mb\, 3V\, 100ns
6-Layer - FR4
ST Microelectronics - Digital Radio Receiver - Dual-IF AM/FM\, w/ DSP & Integrated ARM7 MCU
ALPS - Bluetooth Module Line Value Item
PCB - 4-Layer - FR4
Analog Devices - ADV7181BBSTZ - Video Decoder - SDTV\, Multiformat\, w/ Integrated Three 54MHz/9-bit ADCs & 2-Wire Serial MPU Interface
Heatsink - Die-Cast Aluminum
Altera - EPM240T100I5N - CPLD - MAX II\, 240 Logic Elements\, 80 User I/O's
ST Microelectronics - TDA7563B - Amplifier - 4 x 50W Multifunction\, Quad\, w/ Built-in Diagnostics\, Class SB
Total w/ Manufacturing $278.94
What Is Not Included in our Cost Analysis
The total materials and manufacturing costs reported in this analysis reflect ONLY the direct materials cost (from component vendors and assorted EMS providers)\, AND manufacturing with basic test. Not included in this analysis are costs above and beyond the material manufacture of the core device itself - cost of intellectual property\, royalties and licensing fees (those not already included into the per component price)\, software\, software loading and test\, shipping\, logistics marketing and other channel costs including not only EMS provider and the OEM's margin\, but that of other resellers. Our cost analysis is meant to focus on those costs incurred in the manufacture of the core device and exceptionally in some circumstances the packaging and literature as well.
OEM/ODM/EMS Relationships / Manufacturing
We believe that the Bosch group in Hungary seems like the most likely place where this device (DDDK in Hungary) was manufactured\, however\, the competing unit was labeled as Made in Portugal. (http://www.dddk.hu/index_en.html).
Country of Origin
This unit does not specify country of origin\, so it is assumed that the overall system was assembled in Hungary. Furthermore\, we have assumed that custom mechanicals (plastics\, metals\, etc. were also sourced in Hungary\, and that only the CD player subsystem came from outside sources - in this case from Tanashin Denki Co.\, Ltd. of Japan. However\, based on information from Bosch DDDK's website\, the joint venture with Tanashin may also mean that the CD player subsystem is manufactured in Hungary as well. This is unknown.
Country of origin assumptions relate directly to the associated cost of manufacturing\, where calculated by iSuppli. In the cases of 'finished' sub-assemblies (such as the CD player susbsystem)\, we do not calculate internal manufacturing costs\, but rather assess the market price of the finished product in which case country of origin assumptions may or may not have a direct effect on pricing.
Remember also that labor rates are applied directly only to hand inserted components and systems in our bill of materials\, and although regional assumptions do\, these new rates do not have a direct effect on our modeled calculations of placement costs for automated SMD assembly lines. 'Auto' inserted components (such as SMT components) placement costs are calculated by an iSuppli algorithm which allocates a cost per component based on the size and pincount of the device. This calculation is affected by country or region of origin as well.
Design for Manufacturing / Device Complexity
The main control board features a total component count of 2749\, and a total system count (when accounting for the CD subsystem as a single item) comes to a total of 2804 components.
Component counts have a direct bearing on the overall manufacturing cycle times and costs\, and also can increase or decrease overall yields and re-work. Our calculations of manufacturing costs factor counts and more qualitative complexities in the design.
Note that manual labor has a much smaller effect on auto-insertion assembly lines (for the Main PCB\, for example)\, where manufacturing costs are much more capital equipment intensive and driven by these investment costs.
Here is a summary of the major components used in the Blaupunkt 7 612 032 081 Car Radio / Nav System design:
Bluetooth - CSR - BC57E687B-ITM-E4 - BlueCore5-Multimedia External - Single Chip Bluetooth Solution\, V2.1+EDR
Flash - SST - SST39VF1601-70-4I-B3KE - NOR\, 16Mb\, 70ns
SDRAM - Micron Technology - MT46V64M8 - DDR\, 512Mb (16Meg x 8 x 4 banks)\, 2.5V\, 6ns@CL=2.5(DDR333)
GPS Receiver - Texas Instruments - 74DKH6T
Processor - Texas Instruments - OMAP5948 - Application Processor
Digital Radio Receiver - ST Microelectronics - 8928909289
Flash - Spansion - S29GL512N10FFA02 - 512Mb\, 3V\, 100ns
Front Panel PCB
FBGA - Altera - EP2C20F256I8N - Cyclone II\,18,752 Logic Elements\,239,616 RAM Bits\, 4PLLs\, 152 I/O's\, 26 Multipliers
CPLD - Altera - EPM240T10015N - MAX II\, 240 Logic Elements\, 80 User I/O's
Video Coder - Analog Devices - ADV7181BBSTZ - SDTV\, Multiformat\, w/ Integrated Three 54MHz/9-bit ADCs & 2-Wire Serial MPU Interface
SDRAM - Elpida - EDS1232AATA-75T1 - 128Mbit (1M x 32bit x 4Bank)\, 133MHz/CL3\, 3.3V
Flash - Spansion - S29GL064A90TFIR2 - NOR\, 64Mb\, 3V\, 90ns
AM/FM Module PCB
Front-End Receiver - ST Microelectronics - 8928908921
Digital Receiver Module PCB
Receiver Front-End - Freescale - CF730DA
Digital Receiver - Bosch - DFIRE2 - DAB/VHF Digital Receiver - DFIRE2
SRAM - Cypress Semiconductor - CY62147DV30LL-70BVI - 4Mbit (256K x 16bit)\, 70ns
Flash - Spansion - S29AL008D90BAI02 - NOR\, 8Mb\, 3V\, 90ns